It looks like the new O2 venue deal may be giving them food for thought when it comes to renewing their title sponsorship of the O2 Wireless Festival in London. To some people this could be “2 steps forward, 1 step back” but it might also be a sign that O2 is serious about investing in the new venue deal, which can only benefit customers and music lovers in the long term.
Worryingly for some it might also call into question the ROI that title sponsorship of festivals is giving brands these days – gone are the days of every major festival having a brand name worked into the title.
Perhaps though it is just a reflection of an event that has never really taken off – sure, its had its memorable nights such as Daft Punk landing and making everyone wet their pants in anticipation – but every night at a festival should have that effect (Rage Against The Machine at Reading/Leeds comes to mind), and Counting Crows and Jay Z on the same weekend don’t work for anything other than a series of 1-dayers.
I’m looking forward to seeing some innovations in this space, which O2 surely must be pushng their teams on, as right now they really seem to be on top of their game, and regular readers of this blog will know that I’m always questioning such things with “will it make me leave Orange and go to O2?” Well, I think its no question anymore, as soon as I’m out of contract with Orange I’ll be down to O2 (well, I DO want to get advance tickets for Tina Turner at the O2 next year!!!)